earticle

영어

The purpose of this study is aims to understand the MICE industry environment in Jeonbuk, propose a plan to improve the MICE industry in Jeonbuk through a case study of MICE industry in Sarawak, Malaysia, which is considered as a leading example of MICE activation in small cities. Based on Sarahwak's advanced case studies, Jeonbuk needs to establish the MICE Association such as SCB, which has a high level of understanding and loyalty to the region. Second, Jeonbuk should cooperate with the government, academia, and Convention Bureau and Alliance to hold International MICE events. Third, it is necessary to unify the image of tourist attractions and MICE images in the region. Finally, it is necessary to care for local people more than tourists to the improvement of infrastructure in future. The purpose of this study is to conjugate as basic data for MICE industry in Jeonbuk. In 2018, Jeonbuk has variety issues as 2023 World Jamboree Competition and Muju Global Martial Arts Culture Festival and ‘year of Jeolla Millennium’. Jeonbuk will be a year to become a more competitive MICE event venue through improving the MICE industry environment.